From destination image building to identity‐based branding

@inproceedings{Saraniemi2011FromDI,
  title={From destination image building to identity‐based branding},
  author={Saila Saraniemi},
  year={2011}
}
Purpose – The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand.Design/methodology/approach – A single qualitative case study is primarily employed, though the study draws on data from multiple sources of information.Findings – The study affirms the co‐creation and stakeholder viewpoints from having modeled the branding… CONTINUE READING

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